Alternative search engines are a great way to boost your marketing efforts. Here are some of our top picks worth exploring.

From other big names — like Microsoft and Yahoo — to alternative search platforms that specialize in privacy or planting trees, exploring other search engines outside of Google could greatly benefit your marketing efforts.

If you use search engine optimization (SEO) and pay-per-click (PPC) advertising in your marketing strategy (and you do, right?), you have a vested interest in learning what search engines are out there and how they work.

Otherwise, you might be missing out on a search engine your audience is using — and have competitors lapping you in search results.

Here’s a closer look at some of the best alternative search engines complete with expert insights from HawkSEM CEO Sam Yadegar.

person looking at google homepage on laptop

Experimenting with additional search engines may bring you surprising results. (Image: Unsplash)

13 search engines other than Google to consider

1. Bing

bing homepage

When it comes to market share, Bing sits proudly in second place.

According to Yadegar, we should all be paying closer attention to Bing since it began incorporating AI into its search capabilities.

Here are some key stats about Bing you need to know:

  • The number of monthly visitors on Bing is over 500 million.
  • The largest age group on Bing is 25-34, making up 29.22% of users.
  • 34% of Microsoft Search Network users (which includes Bing) have graduated college.
  • 36% of Microsoft Search Network users have a household income in the top 25%.

When it comes to paid advertising, ads on Bing have their own unique advantages.

When you use them, you’re putting your ads out on the Microsoft Network (Bing, Yahoo, AOL, as well as Windows and Xbox users). Plus, the CPC on Bing is lower than on Google, and in certain industries, the difference is significant.

For example, in the legal sector, Bing ads have an average CPC of $1.42, whereas Google is over four times as much at $6.75.

2. DuckDuckGo

duckduckgo homepage

DuckDuckGo is popular among users who are concerned about privacy. It positions itself as a search engine that doesn’t track things like IP or search terms, nor personalize search results.

With almost 2% of the search market share in the U.S. as of 2023, DuckDuckGo has seen a steady increase in popularity, which could be attributed to the rise in people’s concern about their personal data and privacy.

Today, around 80 million people use DuckDuckGo globally, with a daily average of about 97 million searches. While the reach of DuckDuckGo is narrower than that of Google or Bing, the number of users is increasing.

Pro tip: You can set DuckDuckGo as your default search engine on iOS.

3. Yandex

yandex homepage

If a part of your target audience is located in Russia, you want to pay special attention to Yandex. In this country, Yandex is the leading search engine, taking 63.8% of total user visits, with Google claiming the #2 spot.

When using Yandex for advertising, it’s a good idea to familiarize yourself with Russian web privacy laws. (General Data Protection Regulation, or GDPR, isn’t active in Russia.)

While the global market share of Yandex is just 1.63%, it’s one of the top four search engines in the world and can be an excellent investment for businesses that operate in Russia.

4. Baidu

baidu homepage

If your business works with a Chinese audience or you have some stellar non-English content to share, you’ll want to pay special attention to Baidu.

Since Google is blocked in mainland China, Baidu holds the top spot as the most popular search engine, accounting for an incredible 94% of the market share.

Advertising on Baidu can be tricky since Chinese laws are strict about advertising. To start using Baidu Ads, you need to provide a significant amount of paperwork.

When advertising on this search engine, you also have to work with a local manager who makes sure that you aren’t marketing anything that can be considered “sensitive,” according to Chinese laws.

5. Kagi

Kagi search engine

Kagi is a little different from the other search engines on this list. Typically, search engines are free. They can offer their services without a cost because they collect data and advertise.

Kagi runs with a subscription model — which means advertising isn’t an option.

However, you can still try to rank organically on this unique platform.

We’ve seen how subscription models like Netflix took off because some users find the pricing worth it in order to avoid ads. This type of user experience for search engines could potentially grow in popularity, and we think it’s worth the time to learn more about the platform.

6. Ecosia

ecosia homepage

No matter your target audience, there’s likely a significant portion that cares about sustainability. For brands looking to connect with an environmentally conscious audience, take some time to dig into Ecosia.

This search engine promises users to spend the money it earns through advertising on planting trees. And with almost 70% of Americans in favor of the US taking steps to become carbon neutral by 2050, chances are some of your audience may overlap.

Ecosia reports that it has more than 20 million active users, and its global market share is 0.11%. This search engine is especially popular among Germans, where the company is based, and there is a strong culture of caring about the environment.

With environmental concerns growing steadily, Ecosia’s popularity is likely to grow as well. And since advertising on this search engine is less expensive than on Google, spending some of your marketing budget there may make sense.

Ecosia’s search results and ads are powered by Microsoft’s Bing web crawlers. However, the search engine says that it enhances ads with its own algorithms.

7. Swisscows

swisscows homepage

Just like DuckDuckGo, Swisscows is a privacy-focused search engine. Since launching in 2014, it claims not to store any data, positioning itself as a private alternative to Google. It also claims to be “family-friendly” by not surfacing results that could be deemed explicit.

The majority of traffic to Swisscows comes from searchers in Switzerland. However, more than 25% of its visitors come from the U.S.

The search engine gets about 9 million users monthly and works with Bing for advertising.

8. Brave

brave search engine logo

Brave Search is a search engine developed by Brave Software and is the default search engine for Brave web browser users in some countries.

Currently, its search market share is not listed as its search engine is a relatively new addition to its browser.

However, it’s still a network to consider advertising on, as the Brave browser has grown rapidly in recent years. In fact, as of March 2024, it had 73 million monthly users, which is no small number.

One of the most notable things about Brave Search is that it uses its own index of the web.

Many other small search engines, such as DuckDuckGo and Ecosia, use larger engines like Google or Bing to create their search results.

As the user base of Brave’s browser grows, it’s likely that its search user base will, too, so now could be the smart time to get ahead of your competition and start advertising there.

9. Mojeek

Mojeek search engine

Like Brave, Mojeek is a search engine with its own search index.

For users, this means it delivers unbiased results and is excellent for research. But, on the other hand, it can also mean there may be limited results and hamper research as it doesn’t pull results from search engines such as Google.

Almost half of Mojeek’s user base is located in the United States. But it’s also popular in the U.K., France, and China, with each making up around 6% of its user base.

It also has a predominantly male user base. Almost three-quarters (72%) are male. This is worth taking note of as most of the other search engines on this list have a more even split between male and female users.

10. Gibiru


Gibiru touts itself as an “uncensored” private search engine. They don’t use tracking cookies or log your IP address. It has Firefox and Chrome browser extensions as well as Apple and Android mobile apps. They’ve been protecting their users’ data since 2009.

While Gibiru doesn’t offer an ad platform, you’ll still want to make sure your search engine optimization (SEO) is properly optimized so you rank in the search results. While they do keep the specifics of their ranking algorithm close to the vest, it wouldn’t hurt to use similar strategies to those you use for Google and Bing.

For instance, it would appear that knowledge-based links like those from Wikipedia will have a positive effect on ranking on this platform.

11. Searx


Searx is an open-source metasearch engine. They don’t share their users’ search history or IP addresses. This engine provides a different type of search experience from most of those we’ve listed so far. Rather than providing its own results, Searx compiles its search results from a combination of other search providers.

They don’t offer ad placement right now, but who knows what the future holds?

12. WolframAlpha


WolframAlpha answers search queries by calculating the answers. It’s a computational search engine, meaning it does the math for you. It’s available as an app on Google Play and the App Store and on desktop.

Even though it doesn’t answer typical qualitative questions like Google Search results, WolframAlpha offers advertising. Talk about catering to a niche market!

13. Startpage


Startpage is yet another search engine that prides itself on protecting its users’ privacy. They don’t use trackers or keep track users’ browsing history. You can rest assured your data is safe. If you still want to use Google, you can by installing a Startpage Chrome extension.

Why you should care about search engines other than Google

Google is the bona fide boss of the search market, with more than 85% of the market share as of 2023. But there are some other important players taking up that other 15%.

Beyond extending the reach of your marketing campaign, it’s wise to optimize for other search engines for these reasons:

#1. While currently dominant, Google’s market share is steadily declining. This steady and slow decline indicates that internet users are starting to explore other search options. So now is the time for your marketing team to take note and start planning content focused on these alternative search engines.

#2. Many companies ignore all search engines other than Google, which gives you the opportunity to reach certain audiences faster.

#3. Paid advertising is also often less expensive on alternative search engines. For example, the average cost-per-click (CPC) for Bing Ads is $1.42, while Google Ads’ average CPC is $2.69. That’s quite a difference, huh?

Sure, Google should still probably continue to get the majority of your time and attention for marketing purposes. But experimenting with Google alternatives may bring you surprising results and allow you to learn and understand these algorithms before they start taking up a bigger share of the market.

Let’s take a look at some search engines other than Google that you can start exploring in your marketing strategy.

Social media networks as search engines

Did you know that social networks like Facebook, LinkedIn, and TikTok have advanced search options? Many people use social networks for a variety of information, such as reviews, hours of operation, menus, appointment scheduling, and directions.

We’ve covered a lot of platforms here, so you may be wondering which upcoming platforms you should check out. While your first thought might be to keep an eye on more traditional search engines, our CEO suggests social media should be on your radar instead.

“In terms of upcoming search engines,” says Yadegar.  “Video search on TikTok should be on our radar.”

It’s safe to say social media search networks are trending upward. In fact, about 31% of users are turning to social media platforms like Instagram, TikTok, and even forum sites like Reddit or Quora to ask their questions. As these search algorithms get more sophisticated, it’s worth keeping them in mind.

The takeaway

There’s no denying Google’s power when it comes to online search.

However, there are a lot of search engines other than Google growing in popularity.

Yadegar suggests keeping our search engine options open outside of just Google in order to access a variety of “diverse opinions and search results, different content uploaded to different platforms give users a more holistic view on things.”

By focusing your attention on other search engines, you’re also widening your reach and potentially increasing conversions,  visits to your web pages, and your marketing ROI.

This article has been updated and was originally published in October 2021.

Shire Lyon

Shire Lyon

Shire is a passionate writer and marketer with over eight years of experience as a writer and digital marketer. She's well-versed in SEO, PPC, and social media, helping businesses both big and small grow and scale. On her downtime, she enjoys hiking, cooking, gardening, reading, and sailing.